消費者交易型態與生活型態分析—以信用卡資料庫為例

Abstract

現在的行銷模式必須考慮到消費者的「動態性」和「異質性」，資料庫分析和問卷調查的結合使行銷研究人員更加洞悉消費者的購買行為，並從中找出商機。本研究以東方線上E-ICP (Eastern Integrate Consumer Profile) 於2002年公布的「台灣成年消費者」市調的6種生活型態：台灣牛、逍遙馬、黑熊、貓頭鷹、花蝴蝶、雲豹，和7類消費品項交易紀錄的頻率比及金額比進行邏輯斯迴歸分析，找尋其中的相關性，並建立能用交易紀錄預測生活型態的模型。此模型能幫助企業依據每一個顧客過去的購買行為模式，推測出其生活型態，並有效的篩選出適合目標客群的各項行銷活動，使活動的總效益能達到最大，資源浪費降到最低，而能使顧客對公司的貢獻達到最大化。

Nowadays, when it comes to marketing, the dynamic and heterogeneity of consumers need to be considered. Database analysis and market research have helped market analysts understand much more about consumer behavior, so enterprises can grasp the opportunities to drive their businesses. This thesis cross-analyzes 6 consumer lifestyles released by E-ICP in 2002 and 7 categories of transaction records by collecting data from credit card questionnaires and a bank’s database. It aims to determine the connection between consumer lifestyles and consumer buying behaviors with a logistic regression model to predict customers’ lifestyles based on their transaction records. Thus, the model can assist enterprises in segmenting its customers with lifestyles and designing marketing activities for different target customer groups, which can increase the efficiency and effectiveness of the marketing resources.